In 2017, Los Angeles welcomed a record 1.1 million visitors from China—a 6 percent increase from 2016—and a large share of that traffic led to beachside Santa Monica. The scenic birthplace of the original Muscle Beach might seem like an unusual choice for Chinese tourists, but the beach town’s luxury shopping and renowned sights have proven to be a growing draw, in part due to Santa Monica Travel & Tourism’s outreach program. Jing Travel spoke with Misti Kerns, President and CEO of Santa Monica Travel & Tourism about what they’ve been doing to engage the China market and what’s been working for them. More than most U.S. destinations, you’ve turned to Chinese social media to attract visitors. Why and how? We see social media as a vital tool to help build relationships with Chinese travelers. In the spring of 2016, we launched our presence across both WeChat and Weibo platforms. In just two years these platforms have ... read more

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